From Denim Disruptor to Brand Architect
When a fashion leader moves, the industry listens—not just because of the shift, but because it signals a paradigm change in leadership storytelling. Such is the journey of Nidhi Raj, whose joining Celio India as elevation to Chief Brand Officer marks not just a role change, but a reimagining of how legacy brands reinvent themselves for tomorrow.
As Satyen Momaya steps down, Celio’s leadership axis—with François Gomez (COO) and Manoj Bathija (Head of Sales & Ops)—now orbits Nidhi’s strategic vision. This isn’t a hire. It’s a renewal: a legacy brand poised for youth relevance, anchored in innovation, sustainability, and design-led strategy.
Design to Boardroom: A Journey Rooted in Craft & Curiosity
NIFT Delhi: Launchpad of Creative Intent
Nidhi’s design odyssey began in 1999 at NIFT Delhi, where he earned the Best Menswear Design Collection Award—first at NIFT Delhi and then nationally. This early success culminated in a prestigious Mittelmoda award in Italy, underscoring a global ambition rooted in design excellence.
Reflecting on those years, he recalls: “Stayed hungry and curious. Met my wife. Made friends for life. It’s where I first believed design could make an impact.”
Learning the Fabric of Fashion: Madura to ColorPlus
At Madura Garments’ SF Jeans, he honed the denim ethos. Then as Head of Design at ColorPlus, he amplified his creative footprint—pioneering a product innovation mindset long before it became industry jargon.
Peter England: Disrupting the Value Segment
At ABFRL, Nidhi drove the transformation of Peter England from within. As AVP and later Product Director, he spearheaded:
- A sourcing overhaul that lifted Net Promoter Score by 35% in one year
- Creation of youth-focused lines like PETE, Indies®, and the University kidswear franchise on Flipkart
- A 12‑season merchandise calendar, enhancing agility amid cotton price volatility
- Vendor upskilling for superior embroidery, denim, and trousers, enabling quality at scale
Flying Machine: Reimagined, Recharged, Reinvented
Taking charge as CEO in November 2021, Nidhi inherited a once-iconic denim label in need of revival. Under his leadership:
- The brand’s exclusive shop-in-shop presence grew by 300+ locations
- Identity was redefined via immersive visuals, youth collaborations (notably influencer “Orry”), and refreshed storytelling
- Retail and digital synergy elevated CX, speed‑to‑market, and sell‑through metrics
In his words: “With cutting-edge technology and global collaborations, we evolved Flying Machine into a brand resonating with Gen Z via immersive store experiences and digital synergy.”
Innovation with Purpose
Nidhi’s denim innovations didn’t stop at style—they carried substance:
- OxyGeans: India’s first water-saving jeans
- Earth Chinos: Casualwear with NFC-enabled traceability
- Home-Made Cotton initiative: Leveraging farmer‑sourced imperfect yarn, Khadi, Neem‑Tulsi cotton, collaborating with artisans and innovators like HeiQ, Archroma, RGT
These efforts earned design patents, the ABG Chairman’s Excellence Award, Leadership Impact Awards, and recognition in Brand Equity’s Top 100 Youth Brands.
Voices of the Industry: Credible, Creative, Conscious
Here’s what senior peers have said:
- Manohar Samuel, Advisor, Strategy & Sustainability:
“Nidhi is a passionate design leader… he created designs, transferred know‑how, leveraged technology and inculcated enhanced business value to vendors. A win‑win for consumers, company, and artisans.”
- Sanjeev Mohanty, Global Brand & Commercial Executive:
“One of the most creative and innovative product leaders I’ve worked with… he is commercially astute and ready for the big game. His best is yet to come.”
- Krishna Kumar (KK), former manager:
“He transitioned smoothly from designer to product leader—a tough shift. His sustainable innovations helped Peter England carve a niche in the highly competitive value segment. He’s warm, helpful, and deeply impressive.”
- Biren Vora, sustainability expert:
“When tasked with a sustainable fashion show on short notice, Nidhi delivered an innovative, out-of-the-box showcase—every detail thought through, superbly executed. His passion for sustainability truly shines.”
- Anshul Chaturvedi, Marketing Head:
“What strikes you is Nidhi’s energy, passion, rigour—and rare mix of creative and commercial understanding. His belief in sustainable fashion has led to meaningful innovations.”
- Krishna Bandaru, strategy consultant:
“He combines design sensibility, sustainability passion, and fabric knowledge—leading teams to extraordinary results even at value‑brand scale. Through Home‑Made Cotton and artisan clusters, he elevated Peter England into a sustainability pioneer.”
Celio India: The Innovation Canvas Ahead
Now at Celio India, Nidhi’s remit covers the full brand orbit: product, design, marketing, storytelling, CX, and team building. The mission:
- Architect designs that resonate with Gen Z and Millennials
- Weave sustainability deep into brand DNA
- Craft omnichannel experiences that blur digital and physical boundaries
- Mentor high-performance, multi-disciplinary teams
Celio’s decision to onboard Nidhi is a statement: creativity, commerce, consciousness—welded together under one visionary.
Why Nidhi Raj Is Uniquely Positioned
- Rare trajectory from design trainee to jeanswear CEO
- Master of brand turnarounds and youth relaunches
- Innovation pioneer: water‑saving denim, traceable chinos, and grassroots cotton sourcing
- Beloved mentor and team leader, celebrated for integrity and impact
- Now at Celio, poised to redefine how a global brand adapts to India’s youth, culture, and commerce
Epilogue: Crafting the Future
Nidhi Raj’s journey is a design story writ large: from award‑winning student to architect of jeanswear revolutions. His tenure at Peter England and Flying Machine exemplifies a rare blend of craft, innovation, sustainability, and business acumen. Now at Celio India, he carries the blueprint for a brand reborn—where narrative meets commerce, and culture converges with consciousness.
In his hands, Celio does more than sell clothes—it tells stories, inspires sustainability, and designs futures.
